IAG speaks with Mark Howell, Sales Director, Philippines, Korea and Taiwan for leading gaming supplier Light & Wonder, about his career journey from South Africa to Asia and his new life living in the Philippines.
Ben Blaschke: Thanks for speaking with us, Mark. We spoke to you a few years back when you were fairly new to Asia, having relocated from your home nation of South Africa in 2016. Eight years on, how has your life changed?
Mark Howell: Has it been that long? Time flies. Well since we last spoke a lot has changed, including life after the pandemic! I have been mostly based in Macau travelling to various markets in Southeast Asia including the Philippines which is now my home. The network of colleagues, customers and friends I have developed over the past few years in Asia has been great.
BB: Looking back, what were the main challenges you faced in settling into life in Asia, and to what extent do you now feel like you’re part of Asia and its unique cultures?
MH: Arriving from South Africa, it was a big mental shift. I started out in Singapore back in 2016, then made my way to Macau two years later. There are obviously a lot of differences culturally, but what life in Asia has taught me is how to adapt and see things from different perspectives. New experiences broaden the mind and allow you to starting thinking in ways you never would have. Looking back now, I don’t look at it as a challenge per se but rather an opportunity for growth that I was lucky enough to have.
BB: You moved to Asia in your previous role with TCSJohnHuxley, but in 2022 you joined Light & Wonder. How did that move come about?
MH: First, let me say that TCS gave me a great foundation in Asia that I will always be grateful for, but I had been with the company for over nine years, and it was time for a new challenge. An opportunity arose in the Philippines region with Light & Wonder which I accepted with both hands and haven’t looked back since.
BB: How does working with one of the region’s genuine leaders in the supplier space differ from your previous experiences?
MH: My time at Light & Wonder has been an incredible experience; we have a dynamic leadership team with a vison centered around our customers and the player experience – it’s all about the games! The biggest change has been being exposed to more parts of the industry – slots, ETGs, tables and systems. This has given me a greater opportunity to grow and contribute to the industry in a far more meaningful way.
BB: As you said, you’ve moved from Macau to the Philippines, and more recently from Manila to Clark. What attracted you to the Philippines and what’s the personal appeal of Clark?
MH: The main reason for the move to Philippines was the opportunity I was given by Light & Wonder. Looking back now, I feel incredibly lucky to have had that opportunity. The Philippines, in my opinion, is the most dynamic and exciting growth market in Asia.
The personal appeal of Clark for me is the lifestyle. Traffic is no problem, there are great golf courses at your doorstep and a fantastic airport to travel to and from. Clark has a lot to offer.
BB: Can you provide some insights into the Philippines market? It’s no secret this is Asia’s largest growth market, but what sets it apart from other jurisdictions on a functional level?
MH: As you say, Philippines is the fastest growing market in Asia in terms of GDP, and in 2024 inflation is expected to reduce further. Combine this with the strength of the local market and foreign visitation: Philippines is showing no signs of slowing down.
One of the biggest growth factors in the market has been the influence of PAGCOR. PAGCOR’s progressive vision has laid the foundation for the growth we are experiencing today. PAGCOR’s privatization plans set to begin in 2025 will have a tremendously positive impact on the industry and present many more opportunities for investment. A great example of PAGCOR’s progressive influence is the recent announcement of a staggered tax reduction for online licensees from 55% to 35%, encouraging participation and growth in this segment of the market.
It’s no secret how strong the growth of the online segment has been in recent years. Remote play in particular has driven rapid growth in the market. Designed to assist operators during the pandemic, remote play has evolved into a revenue channel that we see accelerating over the next few years.
What separates Philippines from other markets is its adaptability and resilience. Throughout the pandemic, the local market kept the industry on its feet, and coming out of the pandemic, the region has seen incredible growth with a strong land-based business and booming online sector. We feel very lucky to be part of this market and look forward to continuously innovating in a space that welcomes change.
BB: There has been a lot of interest in “remote gaming” recently, with many operators in the process of establishing or expanding this new segment. For our readers, can you explain how remote gaming differs from traditional online gaming, and what opportunities does it present for suppliers like Light & Wonder?
MH: The Remote Play segment refers to any physical EGM situated in a licensed casino accessed online through remote gaming platforms. A key characteristic of remote play is that only one player utilizes a particular EGM at any given time, unlike a server-based digital offering.
Remote play allows an operator to access players from all over the country, which is why it has become such an attractive opportunity. The expansion of a relatively new segment like remote play will inevitably lead to opportunity for suppliers. It is our responsibility to innovate and grow with the market in this space. For Light & Wonder, it’s all about the games and this is where our focus will be – delivering great games to all segments of the Philippines market.
BB: What does a typical day in the life of Mark Howell look like?
MH: A typical day for me is all about keeping on top of change within our markets. A great deal of time goes into understanding our customers so that we can complement their strategies and become the catalyst that gets them to their desired destination faster. We are in a growth cycle, particularly in the Philippines, so understanding how we can accelerate growth and execute on those strategies is a daily constant.
BB: What do you like to do in your spare time?
MH: I’m currently working on getting my MBA through Southwestern State University so that takes up most of my time when I am not working. When I have time off, I want to spend as much time as possible with my family which is easier said than done with the distance back home to South Africa, but I try to make it work.
BB: Finally Mark, what’s your favorite holiday destination, be it in Asia or beyond?
MH: I don’t have one in particular. For me, I make spending time with my family a priority and the time we spend together is more important than the destination. We all try to meet in one place at the end of the year and for me that’s enough. I might be getting a bit old and sentimental.
